Legacy Classic | Modern Furniture Partners with Country Living

September 26, 2024  by Karen Parrish in Business Strategy, Industry   

Beginning with the Fall 2024 HPMKT debut of the Vintage Market collection, multiple themed collections under the Country Living banner will feature an aesthetic encompassing Americana, European Country and classic traditional looks. The licensing venture will tap into Country Living’s significant consumer franchise, described by the magazine as an audience of “thirty million emotionally connected consumers throughout the US.”

“We believe it offers a significant value to retailers when they have the opportunity to differentiate with a national brand on their floors, helping them attract new customers and appeal to existing ones,” said Chris Pelcher, president of LCM. “Since we have a successful celebrity license with Trisha Yearwood Home, we were looking for a lifestyle license, and we kept coming back to the Country Living aesthetic and lifestyle.”

Legacy believes the market and consumers are ready for furniture that is “warm, cozy, inviting and nostalgic. Furniture that gives you an ‘at home’ feeling,” Pelcher said. “The market is saturated with white and gray finishes, straight angles, chrome and modern, minimalist looks. We see a void for vintage, timeless, architectural traditional styles with gravitas.” Furthermore, the company believes that “life in the country” has become a more relatable and aspirational lifestyle in recent years.

“Bringing Country Living’s timeless and heartfelt style to furniture feels like a seamless growth opportunity for this brand,” said Angela Kim, senior director of licensing at Hearst Magazines. “Country Living has always cherished the warmth and authenticity of a well-loved home, and this partnership with Legacy, and the products that we designed together, express this spirit beautifully.  Now, we are delighted to offer our audience a way to furnish their homes with the same charm and comfort that has defined this brand for decades.”

This October will debut the first of multiple themed collections LCM plans to introduce under the Country Living Home banner in coming years: the Vintage Market Collection. Vintage Market includes styles from European Country to Shaker to Victorian, giving the feeling of “found pieces” that might have come from an antique market like those in Brimfield, Mass. or Round Top, Texas. “Vintage Market is an assortment of pieces that look collected over time and work with any of the others,” Pelcher said. “At the same time, there are suites embedded in the collection if retailers or consumers desire.”

The whole-home collection has approximately 60 pieces but up to 200 silhouettes counting the finish options. Crafted of Oak and Birch woods, the core finishes include Barnwood, Kettle Black and Picket Fence, while accent finishes include Mallard Green, Northern Moss and Spiced Apple. There will be multiple two-tone finish combinations with Barnwood as the main finish and each of the five other finishes as a secondary finish.

Some of the signature pieces of the collection include a striking Bobbin Canopy Poster Bed, apothecary-styled nightstand and kitchen island, Chimney Poster Bed with thick posters, a Cottage Shelter Bed, a counter piece with thickly-scaled turned legs, Dining and occasional pieces with corbel bracket design details, an Adirondack desk and an assortment of classic dining/side chairs and counter chairs.

This partnership was brokered by Brand Capital Marketing, Country Living’s exclusive global licensing representative.